Comunicação organizacional no mercado financeiro contemporâneo: estratégias mediáticas de grandes companhias na era digital

• Autor(a) principal: Gonçalves, Daniela Norcia
• Data de Publicação: 2019
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/22909
• topic: Comunicação nas organizações; Política de comunicação; Mercado de serviços B2B; Communication in organizations; Communication policy; B2B market services; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The doctoral thesis investigates the strategies of external organizational communication of the financial market infrastructures’ (FMIs): BM&FBOVESPA, Cetip and B3, the result of the merger of both. Regulated by the Central Bank and the Securities and Exchange Commission (CVM), they were created to provide essential services to the financial and capital markets. As it happened in the entire world with these companies, BM&FBOVESPA and Cetip were born non-profit and belonging to the financial institutions. Owing to the competitiveness and the striving for efficiency, they did IPOs, transforming quota holders into client corporations and making emerge the figure of the shareholder. This change of roles impacted directly their communication strategies and policies, so they began to deal with the strong pressure of client corporations to reduce costs and the pressure of the shareholders for profits. In addition, even if in the B2B (business-to-business) market is considered to be very serious when the communication strategy causes impact on the consumer without alignment with the client, on the opposite direction, regulators, consumers, press and client corporations demand FMI’s information, positioning and exposure. It is within this problem that we can understand the relevance of the strategies of external communication for the financial market infrastructures. The objective of this research is to identify which elements of the communication strategies of these companies (which have no tangible products to the consumers) differs from companies B2C (business-to-consumer). It also seeks to evaluate the importance of the dispositif “promise” in this context. The study was carried out on the basis of the BM&FBOVESPA’s, Cetip’s and B3’s mediatic dispositifs. Based on the Eric Landowski’s socio-semiotic, through these different speeches and mises en scène, we investigate the intersubjective relations with respect to the manipulation regime of meaning. The deconstruction of the value system of the texts, aiming to understand the significations that emerge from its construction, is based on the figures and themes of the content plan in relation to the expression plan, according to studies of Jean-Marie Floch. We consider dispositif as heterogeneous set of discursive and nondiscursive elements whose nature is essentially strategic. We expect to contribute to the reflection on the contemporary organization communication in the segment the services B2B as well as to demonstrate how communication and economy are connected